Tiivistelmä

The objective of this research was to find out what Beweship can do to win back lost customers. For finding the actions to succeed in customer win-back it is essential to investigate reasons that have caused the customer defection. This information was collected by a web-based survey which was sent to lost customers. For finding the possible service quality gaps the questionnaire was also sent to Beweship’s sales and management.

The theoretical frame is based on customer satisfaction and service quality, as these factors play a significant role in customer loyalty. Customer relationship management in theory part provides tools and theories helping to approach the customer in a mutually satisfying ways.

As a result of this thesis, a tool called Mode of operation for Beweship has been written, in which schedules and persons in charge are defined for recognizing and contacting lost customers and keeping them satisfied and loyal